Our client's brief was to design a suite of original, contemporary packaging that created an overall 'umbrella' look to the consumer, but that also reflected the individuality of each tea variety.

The starting point to achieving this goal was the creation of a totally unique pack shape. Curious worked closely with Think Packaging on this process. After exploring many options, their packaging ninja, Mat Bogust came up with a revolutionary solution, which culminated in a perfect balance of aesthetics and function. Visually the pack looks completely harmonious-due to the integration of flowing, curved lines that echo traditional Indian architecture. However form is nothing without function, so the true genius was ensuring that this unique pack was also cost effective to produce and easy to assemble.

Curious then designed sumptuous iconography and fused with it with a vibrant colour palette, to create a contemporary range of packs.